Story by Captial FM Kenya
A new worldwide campaign seeking to highlight how and where clothes are produced will coincide with the one-year anniversary of the fatal factory collapse in Bangladesh.
Who Made Your Clothes? will be the theme for Fashion Revolution Day on April 24th.
In what was the world’s worst garment industry accident, more than 1,100 people died at the illegally constructed eight floors building (Rana Plaza) where a number of clothing makers were housed.
The Kenyan campaign is being spearheaded by Ann McCreath, Alice Karunditu, and Sunny Dolat amongst other names within fashion industry.
Commenting on the campaign, KikoRomeo founder and Chief Executive Officer (CEO) Ann McCreath said, “Consumers will be asked to wear their clothes inside out to demonstrate support for transparency across the fashion supply chain. Participants are also being asked to locate the label on their garment to find out where their clothes are made and to contact the brand via social media using #insideout.”
Altogether, Spoken Word stars Caroline Nderitu and Sitawa Namwalie have organized a spoken word competition to let the garments tell their stories.
Some of the biggest names in ethical fashion including Livia Firth, VV Brown and Mary Portas have been photographed with their t-shirt inside out by famous British portrait photographer Trevor Leighton.
As part of the inaugural Fashion Revolution Day, Thursday 24 April 2014, the celebrities have joined forces with people in more than 50 countries around the world for one day to raise awareness of the fashion industry’s most pressing issues and show that change is possible.
Today, people are still suffering as a direct result of the global fashion supply chain.
The textile industry is widely regarded as a major contributor to global pollution but, according to research by Deloitte, 2 in 3 fashion companies are not focused on engaging consumers with regard to sustainability.
According to the Australian Fashion Report in 2013, 61% of companies surveyed didn’t know where their garments were made.
Fashion Revolution Day says ‘enough is enough’.
Fashion Revolution Day wants people to change the way they look at the clothes they wear with the challenge: Who Made Your Clothes? Members of the public can show their support by wearing an item of clothing inside out, photographing it and then sharing it on social media with the hashtag #insideout.
Other celebrities who have been photographed include eco-journalist Lucy Siegle, Baroness Lola Young, soul diva Mica Paris, Olympic gold medallist Louis Smith, actress Jane Horrocks, broadcaster Julie McDonald, Daily Mail journalist Liz Jones and DJ and record producer TEED.
Mica Paris said: “The fashion industry depends upon people feeling good about what they wear. Fashion Revolution Day is a way to extend the “feelgood factor” to feeling good about the conditions in which products are created. Ask questions about who makes your clothes from field to shop and how they are produced #insideout.”
Other famous names supporting the day include John-Paul Flintoff, the Telegraph’s Tamsin Blanchard and Lynne Franks.